Summary
With consumers preferences moving towards visual content consumption, we created an extensive repository of engaging & customised videos for all our consumers touchpoints when searching for their travel needs from Adani Airports – including destination connectivity, airport check-in & security guidelines and services such as Pranaam Meet and Greet, wi-fi, cab services and the whole airport services ecosystem.
Challenge
There is a growing adoption of digital search in the travel and tourism sector – for flight searches, destinations and travel mode enquiries – user searches are increasing daily. To be present at the top user searches, companies and OTA's put a lot of effort into organic SEO growth. According to a recent study, when Google shows a video thumbnail next to a search result, which it does for 26% of search results – users are more likely to visit and convert to those listings. Understanding this trend and combining the offline user insight of people searching for a way through airports, new destinations and how to reach there, we created one of the largest explainer video databases to guide and inform users about their travel experiences. From flight bookings, airport security processes, and check-in baggage guidelines and more, we created an extensive repository of Handholding Videos.
Objective
With our animated Handholding videos, we choose an interesting format to walk through our users with guided instructions and clear visuals of the process in their journey from our airports. These videos were 2D animations with creative characters, AI-enabled Voiceovers and real-time processes mapped and replicated for mobile and digital screening for the viewers. These videos were then published on all business digital platforms – official websites, Mobile applications, booking platforms, YouTube, On-page listicles and other mediums. The objective of these videos was to provide a new experience of guided information for day-to-day queries and assistance of the business users along with helping the businesses establish a stronger brand visibility and recall in the digital sphere.
Strategy
With Videos being the most adopted and the go-to medium for the majority of user research, there has been a prominent shift in user preferences from long-format content to videos. When it comes to the travel sector, videos are the go-to format for destination searches, stay reviews, itinerary planning and travel routes & mediums. This format engages the audience the most and gives the closest real-time feel of their journey. Building on this consumer behaviour and the adoption of digital mediums (websites, phones and tablets), the need for a video-based repository of guided information was evident. There has also been a growing viewer audience on YouTube and other social media channels, as they are scaling video content creation and consumption on their platforms.
Data
For the business services, we created these Handholding videos, we saw daily user searches of about 69,852 on generic travel-related queries and around 14,982 results on airport services in India daily. Going by these user search results and the massive adoption of Internet and mobile devices as the go-to medium for 692 Mn Internet users (as of January 2023) – any B2C platform in India must be present at as many digital touchpoints in the consumer journey as possible. India also tops the global list of active YouTube users, with 467 Mn users on the platform searching for their interests, and passions and discovering new topics daily. Video as a medium is easily consumed, and understood and has longer information retention and recall on the viewers. With multi-language adaptability and customised supers texts support, video guidance is the most engaging, creative and adoptable medium of information consumption.
Solution
With our medium and objective clear, we had to come up with extensive research on the information topic and buckets which can be created for our consumers, assisting them in their day-to-day travel needs from the airports and usage of our platform services to search, book and avail these services – in their language and consumer journey. We went with a sketch-based art style to create custom characters which could be evolved around the ethnicity segments of our audience. For each information and topic bucket, the scripts were structured in a way where every piece of the information could be adjusted and moulded as per the needs and search queries of our audience. We also explored and deployed advanced AI-based voice modulation technology for these videos, wherein the voiceovers were created in different regional languages of India to bring authentic information to our audience in their preferred language across the country. These unique innovations at different touchpoints helped us to create videos on a massive scale and speed, enabling our brands to create valuable informative content as per consumer needs.
Results
The process of creating such videos was an extensive one, where information had to be accurately mapped in real time. But with a dedicated team working day and night on ideation, creation and edition of these videos, we now have a digital repository of 1000+ Handholding videos, live on our YouTube channels, website and our platform for consumer consumption. These videos help ease the adoption of our services, educating users on how to book, use and enjoy the benefits of the platform. It assists our consumers in the discovery and delight phase, wherein we can guide them on how to avail and use our platform services along with assisting them in any post-purchase enquiries. This has resulted in creating an easy learning curve for our platform services and also has helped extensively in our discovery efforts on digital, resulting in an increase in organic traffic from Dec '22 (1,568) to Nov '23 (203,761).
